3 Trade-offs you must consider -SEO Strategy

 

3Tradeoff SEO Strategy -Plus91media
3Trade-off SEO Strategy –Plus91media

 

Investing more in one SEO strategy usually means investing less in another, at least in the short term.

Choosing the path straight down the middle isn’t going to be the best choice for every brand, either.

With that in mind, let’s talk about three primary strategic SEO trade-offs that you’ll need to consider when making important decisions for your brand optimization.

  1. Traffic vs. Relevance

I know what a lot of you are thinking. “It’s relevance, obviously.”

Yes, an SEO strategy that doesn’t factor relevance into the game plan is obviously flawed.

Traffic from users who would never have an interest in your product is inherently wasteful.

Except when it isn’t.

Here’s the thing:

There’s actually a lot more to consider than might be immediately apparent.

Consider the following:

Pros of a High Traffic, Low Relevancy Approach

  • Higher the traffic earned, better are your chances of earning natural links from visitors.
  • High traffic means that people who would be interested in your products may hear of you second hand from visitors who never would be interested in your products, whether that is through social sharing or in person.
  • More traffic volume means it is easier to achieve statistically significant results from SEO experiments, A/B tests, and similar data approaches.
  • More traffic can ultimately mean increase in the total number of relevant visits, even if the proportion of relevant visits is lower.
  • High traffic strategies can reach people who are further up the sales funnel but may still ultimately take an interest in your product, often in wildly unpredictable ways.

The Disadvantages of a High Traffic Approach

  • High traffic keywords are often very competitive, even when they are low in relevancy. The easiest keywords to rank for are those with limited traffic potential and audiences with very specific needs.
  • Poor conversion rates limit the immediate financial value of high traffic strategies.
  • Chasing too many high traffic topics can look cynical or dilute your brand’s message.

Pros of a High Relevancy, Low Traffic Approach

  • Much higher conversion rates for lead generation and sales.
  • Less competitive keywords to target.
  • A more targeted psychological impact on the visitors who are most likely to ultimately buy your products, leading to a stronger brand affinity.
  • More enthusiastic brand advocates.
  • More relevant natural anchor text in your earned links.

The Disadvantages of a High Relevancy Approach

  • High relevancy keywords can be just as competitive as high traffic keywords if they have high conversion rates. High audience relevance often doesn’t translate to high product relevance.
  • High relevancy strategies can be difficult to scale, especially without alienating your existing audience.
  • Becoming too focused on a limited set of topics can limit your brand’s perceived personality.
  1. Consumer vs. Influencer

It seems obvious that your target audience should consist of the people who will ultimately end up buying your products.

However, you also need to consider the fact that influencers with the power to link to us, share our content, and expose us to a broader audience are equally important as a factor.

Closely related is the question of whether we are writing for an industry or for a set of interests.

I’ll mostly be lumping “set of interests” in with “consumers”, and “industry” with “influencers,” but keep in mind that there can be a little bit of cross contamination here.

If you work in B2B, things are slightly different, but much of what applies to “consumer” applies to the businesses that would be your clients, while the “influencer” label falls to thought leaders in your industry and your client’s industries, it also includes businesses that offer services similar to your own.

Pros of an Influencer, Industry Targeted Approach

  • Writing for bloggers, journalists, and the industry you compete in is the strategy most likely to earn the mos authoritative links. Since these are the people who own the authoritative sites, and most of them are willing to cite their sources, you can still pick up a tremendous amount of SEO authority with content that targets these people.
  • Likewise, producing content for this audience is the most likely to result in sharing on social networks.
  • Influencer-focused content can be a jumping off point for collaborative content, mutual link earning opportunities, and even business partnerships and B2B opportunities that you may not have considered.

Cons of the Influencer Approach

  • The influencers who can reach your audiences and the businesses who are competing with you for sales from them are often one and the same.
  • Industry-focused content may not necessarily appeal to your consumers, and may even alienate them.

Pros of a Consumer, Interest Focused Approach

  • Writing for consumers gives you a more down-to-earth appearance in the minds of the people who will actually be buying your products.
  • Having a direct practical impact on your consumer’s life before they even buy a product from you means they will be more likely to trust you and buy your products.
  • Consumer-focused content usually has more overall traffic potential.

Cons of the Consumer Approach

  • Consumers rarely control platforms with followed links which can help your SEO and can rarely connect you to larger audiences of their own.
  • Consumer-focused content, particularly when it isn’t aimed at power-users, can come across as introductory level to influencers and thus not worthy of passing on.
  1. Trending vs. Evergreen

The choice between content that appeals to people’s desire for novelty and content that stands the test of time can be a difficult one to make.

Investing more in one type of content always means investing less in the other.

How much of each is the right balance for you?

Pros of Content About Trending Topics

  • Focusing on trending topics allows you to be a part of ongoing conversations, which has obvious SEO benefits in terms of earning links and engagements that contribute to your long-term authority in the search engines.
  • If you are one of the first to tackle a trending topic, it’s unlikely that your competitors will be able to overtake you before the interest in the topic subsides.
  • Emerging topics, especially the ones that haven’t been tackled by large news sites, have limited competition, and SEO is skewed more in the direction of freshness than authority, giving sites with limited SEO authority a better chance of ranking.

Cons of a Trending Approach

  • If you aren’t selective enough with your trending topics, you are likely to pick the same trending topics as others and unlikely to be one of the first to publish.
  • Trending topics earn a spike in traffic, but rarely send long-term traffic.

Pros of Content About Evergreen Topics

  • Since evergreen content continues to earn traffic every month, it allows you to cumulatively build your monthly traffic just by producing new content, instead of needing to chase bigger topics each month.
  • Since it is a recurring source of traffic, you have more freedom to update it, experiment with it, test it, and optimize it for conversions, relevance, and traffic potential.
  • Since your products are designed to solve problems that will continue to exist, and evergreen content is designed to solve problems that will continue to exist, the connection between evergreen content and sales is often more direct, even for topics relatively high up the sales funnel.

Cons of an Evergreen Approach

  • It can be difficult to earn attention from influencers for an evergreen topic without introducing some novel information, such as a survey or original research, and since it is likely that others have covered the topics beforehand making it difficult to overtake the competition. Put another way, the benefit of evergreen content for those who wrote it first is an obstacle for anybody else who would want to tackle the subject.
  • Evergreen content typically needs to be more comprehensive, in-depth, and well produced than content about trending topics, which can require investing more resources.

 Source: https://www.searchenginejournal.com/seo-guide/seo-strategy-trade-offs/

Top 5 Blog of this week 21-09-2018

Hi,

Plus 91 Ultimate Cinemas found some useful articles, which is related to a digital marketing and search engine Optimization.

21-09-18-Top 5 blogs-Theplus9121-09-18-Top 5 blogsThe plus91

 

Pratik Dholakiya about 3 Trade-offs You Must Consider

Kristopher Jones about 5 areas to get you started.

Helen Stark 9 Best Marketing Groups on Facebook (to level up your skills).

6Principles of effective E-mail Marketing by Andy Eliason.

Bye Bye Email! How Task Management Apps are taking over our work Sanchita Dash.

 

Tips to use Google Trends for SEO & Content Marketing

Google Trends & SEO Strategy

 

Tips-to-use-google-Trends-for-SEO-Content-Marketing-theplus91-media
Tips-to-use-google-Trends-for-SEO-Content-Marketing-theplus91

1. Learn Amount of Keyword Traffic

Google Trends is an official Google tool that offers a visual comparison of traffic levels. It does not tell you the exact amount of traffic. But it does show a relative amount.

This is especially helpful if you know the amount of traffic from a related keyword phrase.

Tip#1 How to Obtain More Accurate Traffic Data

If you want to unlock the traffic data of a keyword, compare that keyword with a keyword you already rank for and are familiar with the traffic levels.

Although Google Trends won’t show you the exact amounts, as long as you know the amounts for one keyword, the traffic levels of the other keyword will become more understandable.

2. Gain Insights for Content Marketing

There are two ways to look at the keyword data, stretched across over a long period of time and a short period of time.

Long Period Trends

You can set Google Trends to show you the traffic trends stretching back five years. This is valuable for showing you audience trends.

Upward Trending Long Range Trends

If a trend is going up this means to focus energy on creating content for this trend.

Downward Long Range Trends

If the trend line is moving down, then it may be a signal that audience content consumption is changing.

For example, review this five-year trend for WordPress the search term, WordPress the software and WordPress the website:

An image of Google Trends tool showing a five year trend

There’s a clear downward trend for WordPress in all it’s variations. The downward trend extends to phrases such as WordPress themes, WordPress plugin, and WordPress hosting.

Tip #2 Plan Future Content

The long view helps you make decisions about future directions. The long view helps you understand where to put the focus for content. If a product is trending downward, then maybe it’s time to think about shifting content resources to another topic or product or even change the content model altogether.

3. Short View Insights

Viewing keyword trends in the short view, such as the 90 day or even 30 day view can reveal valuable insights for maximizing your content marketing.

For example, two of the top trending keyword trends are How To and and Near Me searches. When you scale down to the 90 day view you can see what days of the weeks those searches are popular.

See Anyone’s Real-Time Analytics
What will you do when you can lift the curtain on the internet? Insights you were never meant to see. Data that will change marketing forever.

Tip #3 Plan Publishing Schedule

This takes the guess work out of creating a publishing schedule. Searches related to How to trend upward on Sundays and Mondays. Searches related to Near Me trend on Fridays and Saturdays.

If you have a site or a podcast focused on how to do things or a hobby related site, then publishing on a Sunday, Monday, or Wednesday and sending out an email to subscribers may be the best approach.

If your business is a restaurant, then you know that it is important to have specials, special pricing and so on published by Thursday so that it’s ready for site traffic on Friday and Saturday.

Tip #4 Keywords by Category

Google Trends has the capability to narrow down your keywords according to categories in order to give more accurate data on your keywords.

Image of Google Trends showing trends for the phrase "How To" within the category of "autos"

Tip #5 Keyword by Geography

Google Trends provides keyword information by geographic location. This information can be used for determining what areas are the best to outreach to or for tailoring the content to specific regions.

Keyword popularity information by region is valuable for link building, content creation, content promotion and pay per click.

For example, if a topic is popular in a particular region you can narrow your content promotion to identifying regional magazines, groups and clubs that are related to the niche you’re publishing or marketing to.

Tip #6 Geography Data May Enhance Ranking

Geographic information can also be used to enhance your content so that it is relevant to the most people. Google ranks pages according to who it’s most relevant for, so incorporating geographic nuance into your content can help it rank for the most people, especially if those people begin to promote your content in social media, blogs, and podcasts.

Tip #7 Rising Queries

The ability to gain insight into keyword phrases that are rising is quite possibly the most useful feature of Google Trends.

Image of Google Trends showing how rising trends can be discovered

All you do is type in a keyword phrase and this section will give you twenty-five related search queries that are trending upwards. This data helps keep you on target with how consumers are changing. It allows you to react to new opportunities.

Source: https://www.searchenginejournal.com/google-trends/266721/

Top 5 Blogs of this Week – August 31-08-2018

Hi,

Plus 91 Ultimate Cinemas found some useful articles, which is related to a digital marketing and search engine Optimization.

top 5 blogs -theplus91Top 5 blogs about Digital MarketingThePlus 91

Three Pillars of SEO

SEO – The Three Pillars of SEO

In digital marketing, there are some factors to consider like SEO, SMM. In that SEO plays an important role in the website rank in search engine.

I’ve since arrived at a framework for teaching SEO which I call the Three Pillars:

  • Technology – Crawler

  • Relevance – Indexer

  • Authority – Query Engine

Three Pillars of SEO - Theplus91
Three Pillars of SEOTheplus91

Technology – SEO

Technical underpinnings of a website:HTML code, URL structure, HTTP status codes, XML sitemaps, etc.

In digital marketing, your content has to be excellent. It has to add value and engage the visitor. The more engagement, the more users will share that content and in turn, the better it will rank. Invest heavily in your content and it will pay off in spades.

A website’s technology is all about making sure search engines can crawl and index all your content and in the right way. This means having clean HTML code, properly structured URLs (with no parameters, if at all possible), the right HTTP status codes for the right kind of web pages (so a Not Found page results in a 404 code, not a 200 or 302), proper XML sitemaps, etc.

Relevance – SEO

Content, Title Tags & Meta Descriptions, Headlines, Content Structure, Readability, Topical Focus, etc.

When search engines can crawl all your site’s content, that doesn’t mean they know what your content is about.

This means having optimized title tags and headlines, properly structured content, sufficient topical focus on a single page, including the right semantic signals, etc. Writing great Search Engine-friendly content is now more important than ever. Basic SEO’s audits will focus on this aspect of your website.

Authority – SEO

Links and Citations, Sending the right signals to search engines that your website is a trusted source.

Authority relates to the quality and volume of links created over time. the more authority a website has, the more link juice it can pass on this.

As we all know, great content alone is not enough to rank well in search results. You need to be seen as a trusted source, which is where the authority aspect comes in. With sufficient links from other trusted websites, your site will be seen as trustworthy as well and search engines will rank your content higher in search results for relevant queries.

Top 5 Blogs of this Week – August 24-08-2018

Hi,

Plus 91 Ultimate Cinemas found some useful articles, which is related to a digital marketing and search engine Optimization.

Top 5 Blog - The Plus91Top 5 blogs – The Plus91

  • Andy Eliason 6 Principles of Effective email marketing.
  • How to create an optimized career page for your website by Matt Finch
  • Barry Schwartz Google to automatically verify your Google Search Console account if you are the property’s owner in Google Analytics.
  • Google tests a new design for desktop search Results by Matt Southern
  • CSS Optimization Tools for Boosting PWA Performance from Ahmed Bouchefra

Social Media Marketing Strategies – Infographics

            Social media is the term commonly given to Internet and mobile-based channels and tools that allow users to interact with each other and share opinions and content. As the name implies, social media involves the building of communities or networks and encouraging participation and engagement.
            Their definition emphasizes that we need to use different digital media channels to encourage our prospects and customers to interact to form communities. It also hints at the challenges of encouraging engagement.
            If social media sometimes seems like a full-time job, that’s because it is. The world’s biggest brands have teams dedicated to their social media strategy.
           Armed with the latest strategies, software, and spreadsheets, they study behavior and rigorously track every post in their quest to boost engagement and expand reach.
          So what about when it’s just you or your small team? As designers and illustrators, we can live or die by our self-promotion efforts: never has this been more true, or instant, than in the age of social media.
Social Media Marketing Strategy:
 
1) Understand the Algorithms
 
2) Be where your audience is
 
3) Know when to post on each platform
 
4) Build Connections
5) Tell a Story
 
6) Remember the Golden Ratio
 
6) Fine-Tune your hashtag Strategy
 
7) Get wise with video

Top 5 blog of this week 11-08-2018

 Plus 91 Ultimate Cinemas found some useful articles, which is related to a digital marketing and search engine Optimization.

Top 5 blogs
Top 5 blogs – The Plus91 media

Here is the full list:

  • Brandon Andersen draws special attention to the fundamentals of an effective Content Marketing program.
  • Marianne Christos’s blog presents the steps to create and launch an effective Email Marketing campaign.
  • Craig Bradford’s blog presents an overview of SEO split testing to help marketers boost their SEO efforts.
  • Kiyo W draws special attention to signs that indicate the need for having a website redesigned.
  • Karen Martin offers guidance to engage your audience through Social Media.

Top 7 SEO Method for Boost Facebook Organic Reach

Lets we talk about traffic for online marketing because its play a key role to achieve more leads to your website.
Top 7 SEO methods to boost your Facebook organic reach.

01 – Build your presence & Authority. To really understand the importance of building your online authority it’s necessary to know what it actually is first.

Online Authority is, “Becoming a thought leader on a specific topic and translating that knowledge in a meaningful way on the web.”

Establishing yourself as a credible, resourceful and legitimate source of information around something you specialize in comes with many advantages likes to attract more online and offline referrals help to reduce startup marketing costs by allowing you to get traction on new projects and ventures much faster.

02 – Use Organic post targeting. You can even around for a while, the feature has gotten more useful with the decrease in organic reach of quality content. The feature has gotten more useful with the decrease in organic reach of quality content.

  • You can serve your post to relevant customers based on their gender, age, education, location, and even interest.
  • You can set an end date for your post to shop showing in the news feed.
  • The post only limits the visibility of your post in the feed. On the page’s timeline, it’ll show up to all your fans.
  • Your post has to at least 20 people. You might get below this threshold

03 – Respect your Audience’s Choice. Links have been found to work better for driving traffic. Photos have become an unpopular post type with users, and hence, with marketers.

But I would like to post all types of updates that add value for your fans, be it status, links, images,  or videos. While analyzing your data from Facebook insights to find the type of post that resonates with your audience.

You can also ask your audience what they prefer and respect their choice. Simply create a poll within your facebook page.

04 – Test your Posting Frequency. Here are a few takeaways on the frequency of posting for social media marketing on Facebook for you:

  • Avoid posting more than the recommended 1-3 times/day. It can overwhelm your audience.
  • But, you can post more often at widely different times if you’ve got an international audience. This’ll help you reach out to different segments of your audience (who live in a different time zone or log in to Facebook occasionally).
  • Always post high-quality content. Engage your audience with humor, inspirational, and educational content.
  • You can be successful, even with a higher posting frequency, by providing great content variety. Mix your posting schedule and post types.
  • Test your page frequency. Only your data can reveal your audience’s exact response.

05 – Share Post from your FB page on your Facebook Profile. This strategy is for the avid Facebook user. You should have least 1,000+ friends on your personal Facebook profile to drive significant results.

The strategy is simple to boost post views.
You first share a post on your Facebook page. Then, you share it from the page on your personal Facebook profile.

06 – Focus on providing value & Don’t worry about Reach. Reach means very little because it is rarely a good indicator of success. If you’re an advanced Facebook marketer, you measure things like traffic to your website, leads, and purchases that came as a result of your efforts on Facebook.

If you go after reach rather than valuable content, you’ll be trying to game Facebook’s algorithm.

07 – Use Hashtags the right way. Post with hashtags got less engagement and post without hashtags got more engagements. Maximum try to put low hashtags in your facebook status maximum 1-2 hashtags is enough to grab more audience.

 

Some recent updates that provide golden opportunities:

  • Facebook Messenger bots
  • 360-degree photos and videos
  • More Intuitive and flexible video
  • Facebook Stories
  • Facebook Offers

Top 5 blog of this week 04-08-2018

Hi,

top 5 blog - the plus 91
Top 5 blog on this week
Plus 91 Ultimate Cinemas found some useful articles, which is related to a digital marketing and search engine Optimization. Here is the full list:
Tina Johnson’s on Some Basic Tips For Building a Good SEO Strategy.

Lokesh Aryan write about “How to Write Effective Email Marketing Content”.

Diona Kidd‘s says 5 Ways That Page Load Speed Is Affecting Your Success.

Lucy Hitz 10 Social Marketing Tips for Facebook Groups.

Chris Smith 4 ways to increase conversion on your email marketing lists.